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论文作者:留学生论文论文属性:硕士毕业论文 thesis登出时间:2011-05-03编辑:anterran点击率:11079
论文字数:7614论文编号:org201105031123245298语种:英语 English地区:英国价格:$ 66
关键词:University of StirlingFood Companiesin China \CSR Practice Do
How Can Food Companies in China Do to Leverage its CSR Practice
dissertation presented in partial fulfilment of the requirements for the degree of MSc/Dip. In Public Relations, University of Stirling
University of Stirling
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Abstract
This research examines the CSR and PR activities which food companies PR practioners are doing in China. The aim of this study is to explore what food companies can do to leverage their CSR approaches so as to raise their corporate brand image.
The study investigated public attitude towards CSR and CSR reports of food companies, through in-depth interviews with PR practioners in food companies in China and a set of questionnaire. In another word, a mixed method is adopted to tackle the research problem.
Findings and results are analyzed and discussed when all the data collection is finished. Tables and graphs are presented, with description and discussion of the significant data, aims to show the detail of the statistics.
The broader implications are drawn out to account for what all the data mean to this research. Suggestion and advice are proposed in the conclusion part, which also explains how the research relates to existing PR theories and concepts.
The experience of this research emphasis the significance of the raising of the public awareness of CSR and CSR reports, which is being widely applied in food companies reputation and business ethics management.
Table of Contents
Chapter 1 – Introduction …………………………………………………….6
1.1 Research Aims………………………………………………………….6
1.2 Background and Focus…………………………………….……………7
1.3 Dissertation Structure………………………………………….……....11
(1185 words)
Chapter 2 – Literature Review……...…………………………………….…13
2.1 Historical Corporate Social Responsibility……...………………….….13
2.2 PR, CSR and Business Ethics………….…………………………….....15
2.3 PR and CSR in Chinese Food Industry………….……………………...18
(2218 words)
Chapter 3 – Research Design and Methodology…………….……………….20
3.1 Research Objectives and Purposes……………………………….……..20
3.2 Research strategy and Design…………………………………………..21
3.3 In-depth Interviews……………………………………………………..23
3.4 Questionnaire…………………………………………………………...26
3.5 Limitations……………………………………………………………...28
(2016 words)
Chapter 4 – Research Findings……………………………………………..29
In-depth Interviews……………………………………………………..29
Survey Results…………………………………………………………..32
Weaknesses in the Material……………………………………………..36
(1917 words)
Chapter 5 – Discussion ……………………………………..……………….37
5.1 CSR activities with NGO……………………………………………….37
5.2 Raise Public Awareness………………………………………………...39
5.3 Media Relations…………………………………………………………40
(1765 words)
Chapter 6 – Conclusion……………………………………………………….41
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